LinkedIn Content and Engagement Guide

1. Content Creation Rules

Formats & Performance:

• Text + Image Posts: Most effective format (48%); ideal text length: 900-1,200 characters.
• Video Posts: Optimal length: 1-2 minutes; vertical format for better reach.
• Document Posts: Ideal with 12 slides and 25-50 words per slide.
• Polls: 3 answer options perform best; duration: one week.
• Articles: Aim for 800-1,200 words; integrate videos and hyperlinks.
• Text-Only Posts: Best length: 1,800–2,100 characters for storytelling.

Prohibited Practices:

• Avoid over-tagging (more than 8 tags).
• Refrain from using irrelevant or excessive hashtags (more than 20).
• Avoid editing more than 15% of a post after publishing.

2. Posting Strategies

Timing:

• Best times: Weekdays (8:00–11:00 AM) for most formats; weekends for personal content.
• Avoid posting multiple times a day to prevent reach splitting.

Frequency:

• Personal profiles: 3-5 posts per week.
• Company pages: Large pages excel with daily posts; smaller pages: 3-4 posts weekly.

Consistency:

• Maintain a regular posting schedule.
• Avoid posting new content within 24 hours of an active post.

3. Engagement Rules

Positive Signals:

• Encourage saves, comments, and shares.
• Direct messages, extended dwell time, and post clicks boost visibility.

Negative Signals:

• Rapid scrolling past posts, unfollows, or ignored tags harm reach.
• Avoid spammy behaviors like mass tagging or excessive group postings.

Reciprocity:

• Engage with others’ content regularly to foster mutual visibility.

4. Employee Advocacy

Encourage employees to share company posts to amplify your reach. Employee-shared content is more trusted and gains higher engagement. Use advocacy tools and provide training to ensure participation.

5. Advertising and LinkedIn Features

Advertisements:

• Focus on Thought Leader Ads, Video Ads, and Text Ads.
• Avoid cold Lead Gen Forms and Carousel Ads for initial campaigns.

Creator Mode:

• Prioritize followers over connections.
• Post consistently (4-5 times weekly) for growth.

6. Advanced Insights

• Dwell Time: Longer time spent on posts signals value to the algorithm.
• Mentions: Tagging up to 4 profiles enhances reach; irrelevant tags reduce visibility.
• External Links: Place links in comments or edit them into posts later to avoid penalties.

7. Group Participation

Join active groups to foster discussions, gather insights, and boost visibility. Avoid spamming by sharing in fewer than five groups at a time.

8. Hashtags

Use 3-5 relevant hashtags for optimal reach. Avoid creating personal or custom hashtags, as their impact has diminished.